安徽ww酿酒股份有限公司客户关系管理系统研究.pdf

II I 摘摘 要要 客户关系管理（Customer Relationship Management，简称 CRM）源于“以 客户为中心”的新型商业模式，是一种新型运作模式和管理机制，使企业与客户 接触的每个环节实现自动化、信息化管理，并通过富有意义的交流沟通，理解并 影响客户行为， 最终实现提高客户获得、 客户保留、 客户忠诚和客户创收的目的 CRM 实际是一种管理思想，它是以客户为核心的经营理念在企业内部推广的结 果，是以客户为核心的流程改进的软件实现一个 CRM 项目是否能够成功，关键 取决于该项目与企业内部管理流程的结合程度，企业在战略上是否重视 CRM，在 流程优化方面是否有执行力企业实施 CRM 的最高境界，应该是能够将 CRM 无形 化，将它渗透到企业的每个环节内目前 CRM 理论及其系统是当今学术界和企业 界研究和探讨的热点议题，已有很多企业成功地实施了 CRM 系统，并获益匪浅， 实施 CRM 系统已成为企业提升核心竞争力的重要手段之一 本文以实地调研为基础，把客户关系管理和安徽 WW 酿酒股份有限公司（以 下简称 WW 公司）的实际情况结合起来，从管理的层面对 WW 公司 CRM 系统展开研 究。

首先对 WW 公司所在的行业进行分析，主要对我国白酒业和安徽省白酒业现 状进行分析其次介绍 CRM 的基本理论和系统特点，阐述国内外 CRM 理论研究和 CRM 系统的实施情况，提出成功实施 CRM 系统的三大关键因素：人的因素、技术 因素、业务流程重组再通过对 WW 公司的充分调研，对 WW 公司的现行销售管理 组织、产品、客户结构、销售渠道、市场管理现状等进行全面的了解，发现 WW 公司存在客户信息分散，缺乏统一管理；企业客户关系管理观念淡薄，经销商实 力不强；组织结构不是按照以客户为中心的思想构建的等客户关系管理问题针 对 WW 公司的现状，论述了 WW 公司实施 CRM 系统的必有性和意义，并对 WW 公司 实施 CRM 系统的可行性进行了分析，明确 WW 公司 CRM 设计的目标、思路和原则， 再根据安东尼管理层次，提出 WW 公司战略层、管理层、作业层对 CRM 系统的需 求，在需求的基础上搭建 WW 公司客户关系管理架构，主要包括客户管理、市场 管理、销售管理、客服管理、信息门户、决策分析六大子系统最后提出 WW 公 司成功实施 CRM 系统的若干建议 II 本文的创新点在于将客户关系管理理论与白酒行业相结合。

我国白酒业目前 的营销渠道比较传统， 一般从公司销售部门到经销商， 然后到商超、 流通、 酒店 关于客户关系管理在白酒行业的应用目前在国内非常少，本文将白酒行业及 WW 公司自身特点和背景加以研究，并对 CRM 在白酒业的应用加以分析，从而将理论 与实践有效融合 关键关键词词：：客户关系管理(CRM)；白酒业 III Abstract Customer Relationship management which stems from new business models called customer-centric is an integrated IT technology. It is a new kind of operation mode and management mechanism which automate and informationize the relationship between enterprises and their customers. Through significant communication, CRM understands and influences customer behavior and eventually realizes increased customer acquisition, customer retention, customer loyalty and customer revenue-generating. In fact, CRM is some kind of management idea. It is the result of internal promotion of customer-centric business philosophy and the software realization of customer-centric flow. The success of CRM project depends on its integration with internal management flow and the implementation of flow optimization. It also depends on whether the enterprises paying strategic attention to it. The highest level of CRM should make it penetrate into every aspect of the enterprise and make it invisible. At present, CRM theory and its system are hot topics of academic and business research. And it has been successfully implemented in many enterprises. CRM system has become an important means of improving the core competitiveness. Based on investigation, this paper integrates customer relationship management and the actual situation of Anhui WW Wine Co., Ltd. (WW Company ) and analyzes the CRM of WW Company from the angle of management. It starts from the analysis of the current situation of wine industry China and Anhui Province. Then it introduces the basic theory and system characteristics of CRM, theory research and implementation of CRM both home and abroad. And it also points out the three key factors that determine the successful implementation of CRM which are human, technology, and the reengineering of business flow. Thirdly, based on sufficient investigation on WW Company’s sales management organization, products, customer structure, sales channels and market management, the author finds that there do exist some problems needing to be solved. According to that investigation, the paper IV discusses the necessity and significance and analyses the feasibility of CRM. After establish the goal, clue and principle of CRM design, according to Anthony Structure, the paper offers the companys strategy of WW, management, operation of the CRM system needs, the demand on the basis of structures WW companies customer relationship management structure, the main Including customer management, market management, sales management, customer service management, information portals, decision analysis of six major subsystems. At last, the author makes some recommendations on the implementation of CRM. The innovation of this paper is to integrate customer relationship management theory with wine industry. The marketing channels of Chinese wine industry are relatively traditional. They starts from the company to dealers, and then to supermarket, circulation and hotel. At present, customer relationship management application in the wine industry is relatively fewer. This article combines liquor industry and WW Company’ characteristics and studies CRM’s applications in the wine industry, so that it effectively integrates theory and practice. Key words: Customer relationship management(CRM); Liquor industry I 目目 录录 第一章第一章 绪绪 论论 .................................................... 1 一、研究背景 ................................................. 1 二、研究目的及意义 ........................................... 3 三、研究内容及论文体系结构 ................................... 4 第二章第二章 客户关系管理理论。